The article ‘Vietnamese Coffee Goes to the U.S.’ published by Nhip Cau Dau Tu highlights an encouraging reality: Vietnamese roasted coffee—particularly Robusta—is opening up significant opportunities in the U.S. market.
American consumers are increasingly drawn to bold, intense, and distinctive flavor profiles, which align perfectly with the natural strengths of Vietnamese Robusta. Alongside the rapid growth of the specialty coffee segment, this presents a timely opportunity for Vietnamese coffee to enter the U.S. market with branded roasted products, rather than continuing to focus primarily on exporting raw materials as in the past.
In the article, Every Half is cited as a representative example. The brand has continuously experimented with roasted Robusta profiles tailored to local tastes. Several of its products have quickly reached the top recommendation rankings on Amazon, demonstrating that U.S. consumers are ready to embrace Vietnamese coffee when businesses invest in optimizing product quality, brand storytelling, and packaging.
This is not only a success story of Every Half, but also a clear demonstration that Vietnamese coffee can absolutely conquer the U.S. market—when the right investments are made.
To seize this opportunity, Vietnamese coffee businesses need to:
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Standardize flavor profiles to match U.S. consumer preferences
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Internationalize brand names and packaging design
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Optimize packaging and product descriptions for e-commerce channels
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Persistently experiment and continuously improve
The market is expanding. Vietnamese Robusta is gaining attention. And the world is gradually recognizing the true value of Vietnamese coffee.
GEVA remains committed to accompanying businesses on their journey to bring roasted coffee to international markets, strengthening green export capabilities and building responsible, transparent, and sustainable Vietnamese agricultural brands.”
About GEVA
“The ‘Green Export Incubation and Acceleration through Voluntary Sustainability Standards (VSS)’ Program is a project funded by the Swiss Government and jointly managed by the International Trade Centre (ITC) and the Vietnam Trade Promotion Agency (VIETRADE), Ministry of Industry and Trade. The program is implemented by KisStartup JSC from April 2025 to April 2026.
The project aims to enhance Vietnamese businesses’ green export capacity (through the adoption of VSS) via a series of training, consulting, incubation and acceleration activities, as well as international market linkage, in order to meet the increasingly stringent requirements of global markets.”
For further information, please contact:
Fanpage: GreenExport Vietnam
Website: https://greenexport.vn/vi
Email: hello@kisstartup.com
Phone: (+84) 039 216 1403 (Mr. Hieu)